the romney campaign feels it's important to reach them. it's been doing spanish language ads in that market. so far the obama campaign hasn't matched them. it's an interesting development. >> woodruff: tell us what kinds of ads you're seeing the campaigns running there >> well, it's interesting because, you know, as we all know, you know, president obama has been down this road before. he did very well with hispanic voters four years ago, winning something like 67% of the hispanic vote nationwide. in north carolina, the hispanic vote while small can be significant. that's a state where president obama only won by 14,000 votes four years ago. there's many more hispanic voters than that. i think the philosophy or the strategy for the romney camp is to try to win some of those voters back. they're doing it by going on the air with advertising. a lot of the advertising is advertising introducing mitt romney to voters because aate lot of people don't know him. biographical ads. you have some with his son craig who is a fluent spanish speaker, s